Chanel calls upon the filmmaker and friend of the House, Sofia Coppola to highlight the savoir-faire behind the 11.12 bag.

April 12, 2021

A veritable Chanel icon, instantly recognisable, the 11.12 bag bears within it both the history of the House and the avant-gardist vision of Gabrielle Chanel. In front of Inez van Lamsweerde and Vinoodh Matadin’s camera, it appears in a new campaign entitled Chanel Iconic in the Paris neighbourhood of Saint-Germain-des-Prés. On the arms of Anna Mouglalis, Rianne van Rompaey, Imaan Hammam, Louise de Chevigny and Zoé Adjani, the iconic bag of the House is in the spotlight.

A reinterpretation of the 2.55 bag imagined by Gabrielle Chanel in February 1955, the 11.12 bag acquired iconic status under the impetus of Karl Lagerfeld in the early 1980s. It differs from its predecessor by a clasp decorated with a double C and by a metal chain interlaced with leather. Every detail of its allure reflects its heritage: cleverly designed and as beautiful on the inside as it is on the outside, the 11.12, like the 2.55, bears all the attributes of a bag created by a couturière.

This film, shot on the streets of Paris and in the heart of the Ateliers de Verneuil-en-Halatte, where Chanel’s iconic bags are made, unveils some of the steps required for their manufacturing. There are so many meticulous gestures that render unique this “couturière’s bag”, designed like a Ready-to-Wear creation. An icon of timeless elegance that embodies the allure of Chanel.


Receive direct access to exclusive interactive online shopping, latest designer collections, celebrity features and collaborations, and daily fashion news.